Financial crisis is sparking baby boom

Cash-strapped couples whose socialising has been curbed by the credit crunch could fuel a baby boom as they seek entertainment at home, industry figures say.

By Aislinn Simpson

9:32AM BST 13 Oct 2008

Sales of maternity clothes and baby equipment have soared, along with those of pregnancy tests and sex toys.

It comes as home-delivery pizza company Domino's reported a 20 per cent sales rise in the first half of this year, while a report from financial services firm PriceWaterhouseCoopers predicted meals out and trips to the pub would be the first luxuries to go in a recession.

Mothercare said its sales have gone up by more than 20 per cent, while baby clothing firm Mamas And Papas has reported a 46 per cent increase in maternity dress sales.

Chemists around the country have reportedly seen a rise in sales of pregnancy test kits while online company sextoys.co.uk reported a 27 per cent increase in sales.

Website spokeswoman Monique Carty said the most popular products were those specifically designed for couples.

"We are gobsmacked by the upturn in sales, while everyone else seems to be suffering," she said.

But Miranda Levy, editor of Mother & Baby Magazine, said cost-conscious couples were not thinking long-term.

"What's cheaper and more fun than making babies?" She said. "The trouble is, when they come out they are really expensive."